Eulogy!

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Beck's Canvas

Different by choice

Objective

Beck’s tasked Eulogy!’s specialist digital division with  generating widespread visibility online for the competition, re-establishing and strengthening Beck’s credentials in the art world. The PR campaign needed to generate positive online word of mouth and interest around the Beck’s Canvas project, and take Beck’s outside existing communities by tapping into underlying online art communities.

Description

Discovering online influencers
Eulogy!’s digital division carried out rigorous research to identify key online art and pop culture influencers across mainstream media, blogs, niche websites and forums. These were evaluated to establish the most influential, in terms of their authority in social media, number of unique users and page impressions, in addition to their visibility on search engines.

Proactive social media outreach
Because blogs and forums are written by ‘citizen journalists’, traditional PR tools such as press releases are not relevant for this audience.  Each correspondence had to be tailored to the individual.  Eulogy! carried out a tailored, transparent and individualised outreach program to the key online opinion formers identified during the research, including 138 blogs, 55 forums and 256 websites.

Campaign collateral
Eulogy’s digital PR activity is carried out with the web in mind, with search engine-optimised media materials including keywords and URLs linking back to relevant pages on the Beck’s site.

Eulogy! created and produced compelling audio-visual Beck’s Canvas video content, featuring interviews with Beck’s Canvas artists and their work, and secured interviews and Q&A sessions for artists with niche sites and blogs.

Results

• Over 130 pieces of online coverage achieved
• 40,148,000 unique users reached
• £213,000 equivalent online media value – independently valued by online media planning agency. ROI – 9:1